With Diwali knocking at the doors, it’s time again for brands to interact and come closer to consumers. Gone are the days when brands experimented with in-your-face kind of advertising. Today brands have become smart enough to connect with the consumers during those times of the year when people take out time from the hustle and bustle of life and spend some emotional quality time with their loved ones. During Diwali, people in India generally buy new things for their homes and present gifts to near and dear ones. Taking this as an opportunity, brands have not left any stone unturned to reach out to consumers.
Here are a few Diwali campaigns by various brands.
Diwali is a time when people like to be with family and friends. But in this fun foodpanda film, we see two boys in the hostel who have their own unique reasons not to go home. And they still have a blast and celebrate their way. Celebrations are never complete without food and foodpanda delivers food anytime and anywhere.
Dainik Bhaskar’s Sarthak film
Dainik Bhaskar has been promoting sarthak Diwali for a few years now. The campaign is based on the concept that one must share goodies with people who cannot afford it and make their Diwali ‘Sarthak’. This film urges people to share goodies with respect and love because people might not remember what gift you shared with them, but if love and respect is added with it they will remember this gesture for life. The campaign is conceptualised by Orcomm Advertising.
Reliance Fresh and Reliance Smart’s ‘Dil se manao Badi Diwali’
The brand has launched an integrated Diwali campaign that encourages all to celebrate, enjoy and share the festive cheer to their heart’s content. The campaign also resonates with the brand ethos of bringing joy to every member of the society. This comes at a time when socio-cultural changes have changed the ways the festivals are celebrated. With the ‘Dil se mano Badi Diwali’ campaign, the brand is trying to convey the message that Diwali is the time for festivities, gifting and celebrations and they should not hold back in any way. The campaign is conceptualised by Utopeia Communicationz.
Hike’s ‘No Formality’ campaign
The homecoming film is based on the fact that Diwali is usually celebrated with family. People who live away from their families try their best to get back home for the festival. Even if someone does not want to go back but wants to spend it with friends, tradition demands all to be back home. The homecoming film shows a young boy travelling back home for Diwali and there is an entire emotional build-up as it shows him on the journey. But there is a complete anti-climax when he reaches home as his parents are out of station on a holiday and his mother hints him that house is empty for him to enjoy. The campaign will be amplified across social channels using #NoFormality.
Nokia’s #Unitefor #Love campaign
In this festive season, Nokia mobile proposes that for a day, people spend quality time with their loved ones. It doesn’t just say that walk the talk on this one. In a gift box, one can place their own phone and give it to someone close or just set it aside for a day as a gesture of committing their time and themselves. It is an integrated campaign, which goes across TV, retail, activation, social and digital.
The brand has announced its new social media campaign #AbDikhengeAsliRang. Highlighting the technology of more natural colours of Videocon’s Liquid Luminous Technology, it comes ahead of Diwali, and comprises a series of short videos with humour injected in each. The film features Asif Shaikh, popularly known as Vibhuti Narayan Mishra of Bhabiji Ghar Par Hain fame. The short comedy videos depict everyday conversations. In all of the videos, Asif can be seen revealing a tad too much when he switches the TV on. What he leaves behind is an irritated wife, a surprised son-in-law, an annoyed boss and curious business associates. The campaign is conceptualised by Rediffusion Y&R.
As part of its festive preparedness, the brand has launched #Sellerbration – an integrated marketing campaign to acknowledge and celebrate the hard work and dedication of its sellers. Every year, crores of customers gear up to shop during the festive sale season. Needless to say, it’s essential that they get a new and relevant selection of products to shop from. This cannot be achieved without the hard work and preparation of the sellers who work with Amazon India. To acknowledge this contribution of its sellers, Amazon.in put them in the limelight through this seller-facing integrated mass media campaign.
Pepperfry’s Diwali sale campaign
This campaign is focused on the value that Pepperfry is delivering for consumers this year via the “Happy Diwali Sale” conceptualised by Law & Kenneth Saatchi. The campaign has been built on the insight that festive season is when Indians shop to fulfil multiple aspirations. This is a period, wherein people shop not only for themselves, but also for their loved ones, friends and colleagues. The focus of the communication is on the aspirations that consumers have, for themselves and how they compete with other priorities. The Pepperfry Happy Diwali Sale helps them to fulfil their aspirations by providing value. This is embodied in the film as “Iss Diwali ummeidon ko badhne dijiye”. (This Diwali let your aspirations soar).
Sony Mix and Tonic Worldwide’s #TurnOnTheWoofer
Keeping in mind the stress and restlessness dogs go through every year during Diwali due to noise pollution, ‘Animals Matters To Me’, an animal NGO committed to the welfare of animals, has collaborated with Tonic Worldwide to enable a solution for the same. They have launched a campaign #TurnOnTheWoofer, which introduces specially composed therapeutic music for dogs. The campaign is supported by Sony Mix and aims at providing dogs a musical relief this festive season. Renowned musician, Siddharth Basrur, has composed the music after weeks of research and trial with special low level beats and rhythm that has a soothing effect on dogs.
One can download the music from here:
Amazon Prime Video's heartfelt Diwali ad
We are all storytellers. It’s a tradition as old as civilization. There are stories all around us. Some stories entertain while others stir something up inside you. This one is a sort of retelling of a conventional happy story – keeping the sweetness and warmth of a father and son’s relationship intact. It not only celebrates the art of weaving a tale, it also turns a simple exchange between a father and a son into a larger than life, wholesome experience; and brings it alive in a magical way. The simple idea was to open the pandora's box of stories with your loved ones.